Amsterdam is fashion lovers domain for 10 days

In January 2014 Mercedes-Benz FashionWeek Amsterdam celebrates its ten year anniversary with ‘10 days Downtown’. This means 10 events in 10 days (18-27 January), at 10 locations. Every day an event showing the diversity of Dutch fashion in relation to another creative discipline such as film, music, crafts, theatre or art will be in the spotlight. All activities are open to the public and are organised together with the city’s cultural gems.

Organisations in Amsterdam and Mercedes-Benz FashionWeek Amsterdam have been inspired by each other’s worlds, culminating in a surprising Downtown Programme. ’10 days Downtown’ commences on Saturday, 18 January (day one) with an exhibition from fashion designer and artist Fong Leng in the Amsterdam Museum. This ‘grande dame‘ of the 70’s and 80’s fashion circuit gained fame with her confident creations and lively fashion shows. On Monday, 20 January (day three) Fashionchick is hosting a meeting for budding bloggers about the blogging profession and fashion journalism in the NRC Café and on Wednesday, 22 January (day five) the fashion and theatre worlds meet up in the Stadschouwburg around a tableau vivant from MaryMe-Jimmy Paul, curated by SSBA Salon.

In addition to these new events there are also activities which build on the existing public programmes. For example, the theme of the regular Friday night at the Van Gogh Museum on 24 January (day seven) will be the inspiration that designers derive from the work of the painter, which will be followed by the resident DJ, VJ and bar. On Monday 27 January (day ten), the Stedelijk Museum’s hosts ‘Fashion Talks’, in which Winde Rienste will use her own designs to talk about the close relationship between contemporary art and fashion.

With ’10 days Downtown’ Mercedes-Benz Fashion WeekAmsterdam allows diverse audiences to become acquainted with the versatility of the Dutch fashion. By taking fashion ‘from the catwalk to the sidewalk’ the organisation wants Dutch design talents to be recognised by a large group of fashion lovers. ’10 Days Downtown’ is made possible in part by the City of Amsterdam.